The trouble with creative approvals is that it is by its very nature based on opinion. Everyone has different tastes and everyone is prone to biases.
A creative approval process should reflect this. It should have safeguards to offset the arguments based on taste.
For example a typical jury consists of 12 members. Each with one equal share vote.
I think that this could provide a good basis for an organization’s creative approval process. It would be a simple yes or no answer.
And the question is: do we ship this piece?
But why don’t organizations do this?
Because it requires relinquishing power and most people don’t want to do that.
Thomas Duggan 